This research examines beauty product advertisements from two brands from
different countries, namely Azarine from Indonesia and Dear, Klairs from South
Korea by analyzing from a Critical Discourse Analysis (CDA) perspective. The
purpose of this research is to find out how the two beauty product brands from two
different countries persuade buyers through advertisements. The research was
conducted by analyzing through Fairclough's three dimensional theory, namely
analysis in terms of linguistic elements, discursive practice and social practice. The
approach taken in this research is using qualitative. The data taken are advertising
posts from the official Instagram of Azarine and Dear, Klairs brands in 2023.
Researcher used the method of observation and data collection techniques using
documentation techniques. So the researcher observes the data that matches the
classification of the theory used, then download it from Instagram. The total data
used is 121, data from Azarine is 70 and Dear, Klairs is 50. The results of this in
terms of linguistic elements, Azarine emphasizes imperatives (30%), while Dear,
Klairs prioritizes engaging questions (34%) and positive adjective (41%). Then, in
terms of discursive practices Azarine relies heavily on puffery (17%) and emotive
language (17%), lacking scientific evidence (0%), while Dear, Klairs emphasizes
positive self-representation (50%) and provides scientific evidence (16%),
reflecting distinct communication strategies. Lastly, from social practices, Azarine
includes "beautiful Indonesia" and "beautiful Korea" while Dear, Klairs is
consistent with the image of natural Korean beauty.